Danish Sharing Economy and New Business Models April Rinne Opportunities for Better Mobility ...

164 Pages·2017·19.03 MB·English

Sharing City
A Co-Created Magazine on the Sharing Economy
of Cities & Local Communities
Danish Sharing April Rinne Opportunities for
Economy and New — Global Perspectives on Better Mobility with
Sharing Economy
Business Models Sharing Economy?
— Mark Lorenzen & — Søren Riis
Emmy Laura Perez Fjalland
READ: 24 New Sharing Economy Start-Ups / Annika Agger: On Sharing – Yours, Mine and Ours?
PERSPECTIVE: Rethink Resources Within Your Business / TOPIC: What Role Should Municipalities Play in
the Sharing Economy? / TOPIC: Scope of the Sharing Economy in Denmark / Resources for Further Thought
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Article Authors (alphabetically)
Ann Lehmann Erichsen
Anne Grave
Annika Agger
April Rinne
Bent Greve
Brian Landbo
Charlotte Fischer
Sharing City
Ditte Håkonsson
A Co-Created Magazine on the
Emmy Laura Perez Fjalland
Sharing Economy of Cities & Local Ida Bigum Nielsen
Ismir Mulalic
Communities
Jesper Kofoed-Melson
Lars Pico Geerdsen
Malene Freudendal-Pedersen
Sharing City Project Owner Mark Lorenzen
Nikolaj Sveistrup, Head of Cities programme, Martin von Haller Grønbæk
Danish Architecture Centre Morten Bernhardt
Søren Have
Sharing City Project Manager Søren Riis
Anne Grave, Senior Project Manager,
Danish Architecture Centre
Published
First Editor and Head Journalist of Sharing City Magazine April 2017
Emmy Laura Perez Fjalland, Ph.D. Fellow,
Roskilde University and Danish Architecture Centre ISBN
978-87-983096-4-2
Second Editor of Sharing City Magazine
Brian Landbo, Rambøll Management Consulting
Graphic Design
Jakob Helmer — jakobhelmer.com In order to use this material,
you must credit: The Danish
Panel of Experts Architecture Centre ‘Sharing
Mark Lorenzen, Professor, Copenhagen Business School City’, as well as photographers
Bent Greve, Professor, Roskilde University when using pictures, and authors
Martin von Haller Grønbæk, Partner, Bird & Bird Law Firm when using quotes or knowledge.
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FarmBackup
FarmBackup
farmbackup.dk
What is FarmBackup? via digital marketing. Therefore, What Are the Sharing Economical
FarmBackup is Denmark’s FarmBackup employs a combi- Aspects of FarmBackup?
first digital marketplace for farm nation of digital marketing via FarmBackup provides the indi-
equipment rental and contracting Facebook, the Danish farming vidual farmer with more cost-ef-
services. The marketplace makes news website landbrugsavisen. fective machinery, which means a
it easy for farmers and contrac- dk and Google, along with print more healthy economy for farmers
tors to offer available equipment ads in the farming newspaper everywhere. The company firmly
– both with and without a driver. LandbrugsAvisen. believes that when capacity utili-
Customers include equipment sation improves, so does our use
lenders, who are mainly either The founders Anders Bram of precious resources. Thanks to
farmers or contracting firms, Knudsen and Søren Iver Knudsen the sharing economy, we no longer
and farmers seeking rentals. grew up on farms and therefore need to manufacture as much
It’s absolutely free to search on are very familiar with the industry. farming equipment. In addition to
FarmBackup. In addition, FarmBackup has helping farmers and contracting
entered into various partnerships firms achieve a more efficient
FarmBackup’s core competence with Shape A/S, which is respon- utilisation of their equipment and
is therefore in connecting lenders sible for the technology behind resources, FarmBackup will also
with renters so surplus equipment FarmBackup, and DM&E (the bring together farmers from far
and labour capacity can be used trade group for contracting firms and wide to assist one another
optimally. The biggest challenge and small business owners), so during peak seasons. An exam-
FarmBackup faces is demographic DM&E’s members benefit from ple of this was when farmers in
– many farmers and contracting being both on FarmBackup and Jutland were under pressure due
firm owners are getting up there LandbrugsMedierne’s farming-re- to persistent rains in the autumn
in age. The media habits of this lated media, providing excellent of 2016. They used FarmBackup to
older demographic tend more exposure to FarmBackup’s target find available harvesting capacity
towards the analogue, compared group. These partnerships have in Zealand so they could quickly
with younger generations, so they helped turn FarmBackup into a harvest the crops once dry weath-
are a little more difficult to reach real force in the market. er returned.
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Sharing City Innovators ↓
The Sharing City Partnership BrainShare 87
Byhøst 41
Cook with a Local 99
This magazine was developed as a result of the knowledge Cph Volunteers 78
and experience gained from the Sharing City partnership deemly 123
project. Sharing City is a national Danish knowledge and Del Dit Landskab 86
communicative project conducted between August 2015 – Donkey Republic 135
December 2016. The partnership project aimed to make the e-loue 122
Danish population more familiar with sharing economy and FarmBackup 3
explore potential impacts of different variations of sharing FriRUM Lab 35
economy to improve our cities, urban and rural communi- GoJoin 19
ties. The Sharing City project has drawn together munici- GoParkMe 98
palities, businesses, associations, innovators, residents and GreenDriveThinking 144
researchers in order to jointly come up with new ideas and Grønt Hus i Frederikssund 111
business models within the scope of the sharing economy. Hegnsholt Hønseri 24
These ideas and business models have the potential to play Kompostbudene 121
a significant role in optimising our use of resources to help Local Sharing Middelfart 134
improve our cities and environments. Min Landsby 78
Multikant 34
The Sharing City project is financed by the Danish phil- Naboskab 26
anthropic foundation Realdania and the Danish Business OPI Grejbank for alle 145
Authority through the means of the Green Business SnappCar 153
Development Fund. Spaceflex 129
Underbroen 17
The Sharing City project partnered with seven Danish mu-
nicipalities: Frederikssund, Copenhagen, Lejre, Middelfart,
Nyborg, Slagelse and Sønderborg municipalities. Midway
in the process, 24 sharing economy innovators also got
involved in the partnership.
Rambøll Management Consulting and Rainmaking
Innovation were advisors in the Sharing City project.
Media partners include Politiken and Kommunen.
The Sharing City project was developed and operated by
the Danish Architecture Centre.
Contents 3 FarmBackup
8 Preface
11 Article: A Co-Created Magazine on the Sharing Economy of Cities and
Local Communities
— Emmy Laura Perez Fjalland & Anne Grave
16 Q&A: Sharing Economic Thought Process Deals with Site-Specific
Qualities and Local Communities
— Interview with Anne Skovbro, Director of Philanthropy, Realdania
17 Underbroen
18 Q&A: Business Ambitions for the Sharing Economy
— Interview with Anders Hoffmann, Deputy Director of the Danish
Business Authority
19 GoJoin
21 Article: Sharing Cities
— April Rinne
24 Hegnsholt Hønseri
26 Naboskab
29 Article: A Sharing City Laboratory — Can We Share Our Way to Better
Cities?
— Emmy Laura Perez Fjalland & Anne Grave
34 Multikant
35 FriRUM Lab
37 Expert Perspective: The Sharing Economy — Keep it Local
— Mark Lorenzen
41 Byhøst
43 Expert Perspective: What Do We Know About Airbnb in Copenhagen?
— Lars Pico Geerdsen, Ditte Håkonsson & Ismir Mulalic
51 Article: Urban Development and Planning in a Sharing Economy
Context
— Brian Landbo
54 Frederikssund Municipality
56 Copenhagen Municipality
59 Middelfart Municipality
60 Slagelse Municipality
62 Sønderborg Municipality
65 Lejre Municipality
66 Nyborg Municipality
69 Expert Perspective: Should Municipalities Take Responsibility for the
Sharing Economy?
— Ida Bigum Nielsen
75 Expert Perspective: Sharing Economy and the Welfare State
— Bent Greve
78 Cph Volunteers
78 Min Landsby
81 Article: Communality in Sharing Economy
— Emmy Laura Perez Fjalland
86 Del Dit Landskab
87 BrainShare
89 Expert Perspective: On Sharing - Yours, Mine and Ours: Citizen
Involvement as a Catalyst for Sharing Economic Activities
— Annika Agger
93 Expert Perspective: What Nobody Sees! — The Value of Co-
Creation in Urban Development
— Jesper Kofoed-Melson
98 GoParkMe
99 Cook With a Local
101 Expert Perspective: Breaking Up with Habits — Consumer’s Eye on
Sharing Economy
— Ann Lehmann-Erichsen & Emmy Laura Perez Fjalland
111 Grønt Hus i Frederikssund
113 Article: New Business Models — Chickens, Chocolate and Vinegar
— Emmy Laura Perez Fjalland & Mark Lorenzen
121 Kompostbudene
122 e-loue
123 deemly
125 Expert Perspective: Law in the Sharing Economy — Challenges
That Sharing Economy Projects Run Into
— Martin von Haller Grønbæk & Morten Bernhardt
129 Spaceflex
131 Article: Elements of Green Transition in the Sharing Economy
— Emmy Laura Perez Fjalland
134 Local Sharing Middelfart
135 Donkey Republic
137 Expert Perspective: Exploring Green Potentials of Sharing Economy
— Charlotte Fischer
141 Expert Perspective: The Technological Fix is Not a Solution!
— Malene Freudendal-Pedersen
144 GreenDriveThinking
145 OPI Grejbank for alle
146 Article: Mobility Aspects of Sharing Economy
— Brian Landbo
149 Expert Perspective: Mobility in the Future
— Søren Have
153 SnappCar
155 Expert Perspective: Better Mobility and the Sharing Economy
— Søren Riis
159 Article: Findings and Openings — Which Changes Are Sharing
Economy Creating?
— Emmy Laura Perez Fjalland
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Preface
Kent Martinussen heads the Danes mainly live in towns – in cities, provincial towns
Danish Architecture Centre and small towns in the countryside.
(DAC), a public-private part-
In a number of different variants, urban societies and
nership between the Danish
government and the private local communities serve as the primary backbone in
Realdania Foundation that serves most Danes’ lives.
as the Danish Government’s pri-
mary agent in the development
and promotion of architecture There are good reasons for this: the dynamic town
and urban planning. Besides his life and the connection to the globalised world’s other
role at the DAC, he serves as a
urban societies, cultures and markets creates the
member of a number of national
and international committees wealth and well-being we regard as the foundation
and boards for both awards and of a modern, humanistic life view; that the world will
grants, including the internation-
continue to be a better place to live for an increasing
al jury panel of the Architecture
Biennale in Venice and the number of people.
steering committee of the Mies
Van der Rohe Award. He is also
Thus there is a reason to be on the leading edge of
an advisor to governments, mu-
nicipalities and corporations. new developmental trends that set the agenda for
urban economies in order to promote and optimise
the benefits inherent in these trends. The sharing
economy is one of these trends.
According to experts, the origin of the sharing
economy is closely related to and partially derived
from urgent global issue, such as climate change,
sustainability and new digital developments disrupt-
ing practices and norms. Resource awareness and
sustainability paradigms encourage a focus on new
ways to create value and improve our quality-of-life,
while carefully protecting our available resources.
Also the explosive growth in digital technologies
assists the business-related potential due to technol-
ogy’s most fundamental value creator – sharing!
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“ The goal of the sharing
economy is to get the
most out of the resources
we have available”
Billie Howard
Marketing Strategist
Knowledge, Products, Services and Communities. The Sharing City project was carried out in parallel
Notice also that the global financial crisis has en- to the efforts of the Ministry of Business and Growth
couraged a paradigm shift away from the “Me and to develop a new policy for the sharing economy, and
My” society and toward the “We and Our” society – this publication is a collective contribution to the nec-
something that’s not foreign to Danish culture, where essary knowledge, debate and business development
over 100 years ago we coined the phrase “til fælles Denmark needs in order to assess the economic,
bedste” (“for the common good”), which crosses over social, and resource-related potential of the sharing
geographical, political and economic boundaries in economy in a timely manner.
our population.
While writing this, commercial development of the
Growth and well-being is achieved in Denmark, as in global sharing economy is booming. As the world-re-
all other open, democratic societies, by our ability to nowned American sharing economic advisor April
produce relevant products and services that are in Rinne, who has participated in the Sharing City
demand, creating income, exports and jobs. project, writes in her foreword to this edition, the
mandate is here now to make things sustainable –
Financed by the Realdania Foundation and The “perhaps no place more so than in Denmark”!
Danish Business Authority’s Fund for Green Business
Development, the Danish Architecture Centre has Thanks to all the parties who were involved.
taken the initiative to orchestrate the Sharing City Enjoy the reading, debate and inspiration for new
project in cooperation with the municipalities of commercial development!
Sønderborg, Middelfart, Nyborg, Slagelse, Lejre,
Frederikssund and Copenhagen, along with Danish
and international experts working within the field of
sharing economy.
In partnership with the municipalities and financial
sponsors, the Sharing City project has selected
24 sharing economy stakeholders to take part in a
facilitated incubation process aimed at knowledge Kent Martinussen
acquisition and business development with a focus Managing Director Danish Architecture Centre
on expanding new sharing economy business oppor-
tunities – i.e. new “green” jobs.
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camera Christina Vu. Courtesy of Byhøst.